Essity: Bloodnormal [video]

Credits & Description:

Client: Essity
Product: Bodyform/Libresse
Title: Bloodnormal
Agency: AMVBBDO / London
Agency: Ketchum / LONDON
Chief Creative Officer: Paul Brazier
Executive Creative Director: Alex Grieve
Executive Creative Director: Adrian Rossi
Creative Director: Toby Allen
Creative Director: Jim Hilson
Director: Daniel Wolfe
Producer: Edwina Dennison
Production Company: Somesuch & Co / London
Media Distribution Company: Zenith / London
Music & Sound Production Company: 750MPH / London
Felt Music / London
Post-production Company: Trim Editing / London
PR / Marketing: Ketchum / London
Country: United Kingdom
Date Of Campaign: November 2017 - June 2018
Background:
We live in a world that silences and shames women for having periods. Culture is awash with imagery of blood, in medical, crime and horror films and live sports. Yet periods are either absent or ridiculed if it is shown.
Idea:
But to end a taboo you must break it.
Results:
The film is just a springboard. Each scene contained real world activations designed to spread our message further into culture. We made designer period underwear with French fashion house Dessu; gave away hundreds of pad-shaped lilos; produced a graphic novel; ran period school workshops; cast influencers to spread our message; confronted hate with reactive videos and got a famous girl comic to write period jokes into her routine.